Beloved British label The Vampire's Wife has embraced the world of rental fashion for the very first time.
As part of a new exclusive collaboration with rental platform HURR, the designer label is making moves to become more sustainable by contributing to the circular economy through renting.
The Vampire's Wife x HURR is available as a 100-piece curated edit, featuring sold-out styles and current-season pieces in sizes UK 6-16.
Susie Cave, the founder of The Vampire’s Wife, is known for her vintage-inspired designs that balance romantic dressing with wearability. Her label has been worn by some of the world's most stylish women, from Kate Moss and Florence Welch to Keira Knightley and Cate Blanchett – and the designer is credited with understanding perfectly what women look and feel good in.
"This is the next step for The Vampire's Wife to scale circularity as we continue to make the brand more sustainable," Cave told us about how the partnership marks an exciting new direction for her much-loved brand. "I'm happy to introduce my designs to more clients and keep the beautiful creations in circulation. It is a win for all."
It's not just the celebrity world that loves Cave's work. In December of last year, television presenter Holly Willoughby rented a dress from the cult brand via HURR, which caused a 2,700 per cent increase in searches for The Vampire's Wife (according to liketoknow.it), showing how customers have a real appetite for the brand's signature silhouettes.
Sophie Devlin, Head of Partnerships at HURR, said: "We are thrilled to collaborate with The Vampire's Wife and offer an incredible range of dresses for rental. Partnering with cult luxury brands to power rental marks a significant shift in the industry where sustainability is an absolute priority."
Collaborations like these that promote a greener approach to how we consume fashion is vital for a more eco-friendly industry in the future. Luxury resale site Vestiaire Collective's co-founder Fanny Moizant previously told us why it's so important, now more than ever before, that luxury brands embrace new approaches to fashion.
“The fashion industry can no longer function on a purely linear model; the thirst for constant newness has led to incredibly high levels of consumption which has pushed up mass over-production, making the fashion industry one of the most polluting," she explained.
She continued: "We really need to focus on extending the lifespan of pieces already in circulation as a solution to our need for newness."
The Vampire's Wife x HURR is available to rent online now.
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